Brand Spotlight: PATRICKS

Patrick Kidd started his line of men's haircare, PATRICKS, after opening his own hair salon in 2005. It took a change of career (formerly an electrician) and an industry-challenging vision of making 'better products for men', to create his own grooming empire. Since launching his incredibly successful high-performing range of shampoos, conditioners, and men's hair styling products, he has since expanded into producing an equally successful line of skincare for men. 

Today, PATRICKS is a leader and trailblazer for the men's grooming industry. Their luxury formulas are uniquely technical and have lead to their hair loss and hair thickening solutions being permanent best-sellers for barbers and beauty/grooming distributors.

As well as pushing the boundaries with their high quality ingredients, Patrick Kidd has also created packaging like no other brand. Similar to his desire for creating highly effective hair and skin products, he also wanted to design stylish bottles and tubes that men would feel proud to have sitting in their bathrooms.

We had a quick catch up with Patrick to discover more about his brand, his premium hero products, and what he uses in his own grooming routine. 

1. Can you give us a very quick overview of your brand and how it came about?

PATRICKS is a multi-functional high-performance men’s grooming brand focusing on hair loss and anti-ageing. PATRICKS was designed and tested in a men’s salon in Bondi Beach and has quickly become the benchmark in men’s haircare and skincare with our design-heavy packaging and unique branding.

2. What is the most important lesson you’ve learned from starting and running your business?

Quality and attention to detail (giving a fu<k) will pay you back in the long run. Also, just be a good person. Another thing I notice when I’m helping people start a business, or raise capital, is that very few of them really ‘get after it’! Maybe I’m crazy or a bit too obsessed with our business, but I never stop until the job is done.

3. Where does your ‘we can do better’ ethos come from?

Using other brands' products and always thinking this could be better! ‘We can do better’ has been at the core of every PATRICKS product and innovation. It’s allowed us to grow as a company and most importantly it has given us the freedom to fail: to make something great then burn it all down to make something even better, and to land on our faces in a hungover mess in an airport in LA after all our stuff was stolen. Or was it London?

4. Which PATRICKS products do you consider to be hero products?

I would say SH and CD Plus, as we basically dialled everything up to 11. There isn’t a better formula on the planet, that’s not arrogance or bias, it’s a fact. Other brands could replicate what we do because the ingredients are printed on the back of the packaging but they won’t because it’s so technical and expensive to produce. The brief was to develop the best anti-hair loss thickening shampoo and conditioner on the planet, between us and the lab in Miami we nailed it.

PATRICKS SH PLUS Daily Shampoo

$109.00

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5.What do you think is the most important step in a man’s grooming routine?

Use deodorant and brush your teeth! Haha! No, in all seriousness it all starts with a good haircut. Once you get that dialled in and get a cut that suits your face shape and style the rest is easy. Using a face scrub like FS1 2-4 times a week will make a massive difference to your skin as well.

6. Can you describe your own grooming routine?

In the morning, I brush my teeth first, then I shower and wash my hair using our SH2 shampoo and CD2 conditioner. I leave the conditioner in whilst I wash and exfoliate my face using FS1 and FW1. To wash my body, I've actually been testing out our new SP1 exfoliating soap (coming in 2023!). After that's all done, I rinse out the conditioner and then finish off with a cold blast of water for 2 minutes. When I'm out of the shower, I moisturise my face using SL1 (it's lightweight and ideal for oily skin), get the ND1 deodorant on and finish with a spray of Tom Ford Noir de Noir.

In the evening, I always brush my teeth, wash my face again (using FW1) and use our nighttime serum (NS1) which helps to repair the skin whilst sleeping.

PATRICKS FS1 Face Scrub

$93.00

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7. What advice would you give to a guy who is starting to lose his hair? And which Patricks products can help?

This is what we do best! The first thing we want guys to know is that they are not alone and over 68% of men will suffer from hair loss at some stage in their lives! With that massive percentage there are lots of clinically proven options for guys now. The first thing I recommend is using a shampoo and conditioner that contains DHT blockers like SH and CD Plus. Secondly, I’d recommend using styling products that contain DHT blockers. All of our styling products contain these actives. Thirdly, I recommend using a spray or serum like RD1 and RD2, this will help massively. Lastly, and very much depending on the severity, I’d see a GP and get a prescription for some hairloss medication. There are side effects, but it definitely works.

8. Is there an aspect of your business you didn’t know anything about when you started?

Most of it! Haha! However, that’s why we use the best labs and hire the best people in the world to work with us! I’m very competitive and I knew I could do things better but I didn’t realise how hard I had to push everyone and how long it would take to change the norm. I tend to use the mantra ‘if everything is under control, you’re not going fast enough’.

9. What do you consider to be your biggest milestone in the history of your brand?

Gaining a blue tick on Instagram...Haha! No, although it’s really cool to get the tick, for me it’s cooler when the business is valued by a third party or investor at a massive number! It justifies all the hard work, stress, sleepless nights, economy flights and time away from my family that has gone into this business so far.

10. Is there an area of men’s skincare or haircare that you would like to develop further?

All of it! We are working on some crazy new tech in both the hair loss and anti-ageing spaces. In 2023, we’re dropping some new anti-hair loss pills, a hair loss serum, and an SPF gel moisturiser. We are constantly testing and improving our current formulas and packaging to make sure it’s the best in it’s respective category.

If you're someone who is struggling with your hair loss journey, PATRICKS have some amazing products to guide you to healthier hair. There's also so much more to come from this brand and we are extremely excited to see what Patrick Kidd brings to the grooming table next!